Protein is now the ‘darling’ of restaurant menus

I’ve seen several high-protein diets come and go. First there was Atkins, followed by South Beach, paleo and keto.

These days, there’s a growing number of Americans on GLP-1 weight loss drugs, such as Ozempic, who must focus their calories on protein and fiber and avoid sugar. But today’s protein-seekers go way beyond dieters.

“Protein is the darling of the moment,” said Carolyn O’Neill, an Atlanta-based Registered Dietitian Nutritionist. “It’s the holy grail for building muscle, strength and general well-being.” In fact, 39% of consumers plan to prioritize tracking protein intake more closely this year, up 6 percentage points, according to the 2025 Visions Report from market research firm Numerator.

The truth is, there’s a very bright health halo surrounding protein, and restaurants are seeing the light—especially in the fast-casual segment. Menus are now touting protein-rich dishes and even listing the number of protein grams each provides.

Panda Express just launched Balanced Protein Plates. Sweetgreen recently started offering Protein Plates, creating a new menu category. Snooze A.M. Eatery added Protein Pancakes to its morning menu. And Dig introduced Dinner Plates, promoting protein-centric steak, salmon and chicken. “For most consumers, protein is the decision-maker,” said Matt Weingarten, culinary director of New York City-based Dig Restaurant Group.

Even coffee concepts, including Peet’s and Dutch Bros. are blending protein powders into lattes with items like a Salted Caramel Protein Latte and a Matcha Protein Latte joining the menu recently. Smoothie King has been a pioneer in developing high-protein beverages, creating a proprietary protein blend as an option a while ago and recently launching a line of GLP-1-friendly smoothies.

The protein trend is here to stay, as customers in all demographics seek the nutrient to promote wellness and a healthy lifestyle. We talked to the culinary teams at a number of restaurant chains to find out how they’re pumping up the protein on their menus with delicious results. To see how it’s playing out, check out the full story. – Pat Cobe

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